software, i.p., metta data. the line between tv distribution and internet distribution becomes a lot fuzzier, what you're able to do in the internet model you certainly will be able to do -- even if the cable model is proprietary or private to some degree, the basic mechanisms will still be there. we could know if it doesn't creep you out, what you're watching at the moment, who is doing the watching. xbox has an application out that they're experimenting with which, when you walk into the room, the kinect system knows it's you and not your son. that's fascinating, but the minute you can do that, if my son is watching tv, you could change what he sees. it's a simple step. so i do think you'll get there. the question is, in the dialogue between producers and consumers, where is the comfort level?